Transforming the Image of Gaming as a Main-Stream Advertising Medium: Part I
Electronic Arts Takes its Message to the 4A's

Geoffrey Precourt

Read Part II: Microsoft's "1 vs. 100" Gets a hearing at ad:tech San Francisco

Elizabeth Harz

For attendees at the 4A's (American Association of Advertising Agencies) 2010 Transformation Conference who believed that gaming is just, well, kid's stuff, Elizabeth Harz, Electronic Arts (EA) svp/global ad sales, had a transformational message:

"We've become a mass-market medium," she said. "It's cool, it's smart, it's sexy…. And it's a big business that continues to grow. It out-grosses the top film releases" – EA's "Harry Potter and the Half Blood Prince Official Game Website" grossed $160 million in its first five days, as compared to the actual movie's $78 million in opening weekend sales – "and [studios] are making more money on games than they do on DVD releases. We make more money than print magazines or the music industry. Clearly, we're coming to scale."